How Many Apple Watches Sold? Apple's Not Telling

How many Apple Watches has Cupertino sold? The company isn't telling, but they exceeded expectations, CEO Tim Cook said Tuesday.

Apple is not revealing sales numbers because it does not want to give its competition "insight" into "a product we've worked really hard on," Cook said during an earnings call with analysts.

In its earnings report, Apple bundled data about Apple Watch with Apple TV, Beats Electronics, iPod, and Apple-branded and third-party accessories—revenue for which was at about $2.6 billion for the quarter. That's up from $1.68 billion last quarter and $1.76 billion during the same time period last year.

Cook, however, warned analysts not to look at quarter-over-quarter or year-over-year change and assume that the difference is Apple Watch revenue. Certain products in that category, for example, are shrinking, like the iPod, but also accessories.

While Apple declined to provide exact numbers, Cook said that the Apple Watch sell-through by the end of the quarter was higher than comparable launch periods for the original iPhone or original iPad.

"As I look at all of these things, we felt really great about how we did," Cook said.

"Our objective wasn't primarily sales," he continued. "We're more excited about how the product is positioned for the long-term" because this is a new product category for Apple.

Earlier today, analyst estimates put Apple Watch sales at around 4 million since launching in mid-April.

The cash cow remains the iPhone, which saw $31 billion in revenue on the 47 million iPhones it shipped. That's down from 61 million shipped during the last quarter, but Apple will likely introduce new iPhones in September, so some buyers are probably waiting to buy until then.

Apple shipped almost 11 million iPads, down from 12.6 million in the last quarter and 13.2 million a year ago. Cook said he is still bullish on the tablet, particularly in the enterprise as the IBM deal plays out, as well as the new features arriving with iOS 9.

The Mac saw a slight shipment boost quarter over quarter, from 4.5 million to 4.79 million.